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Pseudo Nationalism of the Commercial Companies on The Advances in Historical Studies, 2014, 3, 155-169 Published Online June 2014 in SciRes. http://www.scirp.org/journal/ahs http://dx.doi.org/10.4236/ahs.2014.33014 Pseudo Nationalism of the Commercial Companies on the Commemoration of Indonesian National Holidays through Non-Commercial Advertising in Print Media in the Years of 1980 to 2008* Zeffry Alkatiri Department of History, Faculty of Humanities, University of Indonesia, Depok, Indonesia Email: [email protected] Received 11 April 2014; revised 19 May 2014; accepted 1 June 2014 Copyright © 2014 by author and Scientific Research Publishing Inc. This work is licensed under the Creative Commons Attribution International License (CC BY). http://creativecommons.org/licenses/by/4.0/ Abstract This study examines the advertising messages of various commercial enterprises that utilize the Indonesian Independence Day by participating in the event through non-commercial advertise- ments in print media from 1980-2008. The matter in this study is related to the issue of Indone- sian nationalism, which since its formation until the Reformation era continues to encounter various obstacles. The questions that arise in this study are what kinds of nationalism-themed advertisements were produced and the reason behind their production, and by what companies, as well as on what basis were the ads produced? This research uses discourse analysis method from the perspective of history in order to see the relation between the advertisers and the media owner. This research examines data from various advertisements taken from a number of media from 1980 to 2008. The hypothesis of this research is that companies exploit the situation and condition of the National Independence Day, as well as to promote their interests. This study was conducted to complement previous studies on the phenomenon of the New Order and Reforma- tion era. Keywords Advertisement, Pseudo-Nationalism, Private Newspaper, New Order, Reformation *Developed from the research done by Zeffry Alkatiri, Fuad Gani and Iwan Gunawan. “Representation of National Integration in Public Service Advertisements in Print Mass Media 1968-2008”, Research. DRPM UI. 2010. How to cite this paper: Alkatiri, Z. (2014). Pseudo Nationalism of the Commercial Companies on the Commemoration of Indonesian National Holidays through Non-Commercial Advertising in Print Media in the Years of 1980 to 2008. Advances in Historical Studies, 3, 155-169. http://dx.doi.org/10.4236/ahs.2014.33014 Z. Alkatiri 1. Introduction Advertising is one part of the propaganda, which in its distribution always utilizes a variety of media. An ad aims for the advertised product or idea to be sold or at least known by the public. Advertising has long been known as a method of mass promotion so that so many viewers can receive a message. Various media are also deliberately chosen based on the needs and segmentation of target customers (Cook, 2001: 1-2). In the context of mass communication approach, an ad can be viewed as a communication tool that provides a specific message from the sender to the recipient. Ads have a nature to encourage, stimulate, and persuade so as the recipients may like, choose and, more importantly, purchase a variety of products offered by the manufacturer (Hoed, 1994: 112; James, 1994). Advertising is often offered at a variety of persuasive, active, and often also by compelling means. The goal is that these ads are continuously present, in accordance with the publishing schedule of the print media itself. These veiled compelling means can be seen from how the ads were placed in strategic places to see and read which are sometimes considered irritating by readers. However, it is an act of deliberate disruption by the sender of the message, so that the readers get to see the ads offered in its available form of language and graphics (Combs, 1994; Jackall 1995; Alkatiri, 2005: 66). In addition to the commercial advertising discussed above, in the context of advertising, there is also the presence of non-commercial advertising or public service announcements. Non-commercial ads are ads that present goods or services that are generally associated with a national issue, which aims to spread and com- memorate the issue. This type of advertising can be associated with the product or the service from the producer of the ads. The advertisers often use non-commercial ads during the New Order government in informing, asserting, and preserving its political and social policies to the public, especially with regard to the issues of nationalism. In the years 1980-2008, there have been found many non-commercial advertising, especially in the print media that raised the issue of nationalism. These ads generally appeared on any national holidays, and especially re-appear at the national Independence Day. This phenomenon is increasingly blooming in the post-Reformation era. It is re- lated to the frequent occurrence of conflicts that inhibit the conception of national unity. Nationalism is a complex and crucial issue and a major focus in the process of forming the unity of Indonesia. There are several problems in relation to the issue that appeared in the New Order and Reformation period that also have not been able to be resolved, namely issues concerning democracy, education, youth, SARA, economic crisis, welfare, and economic and social inequality. These issues in turn trigger political and economic instability in the two government administrations in Indonesia. New Order government has been trying to convince the public and its policies have been successful in over- coming issues of nationalism, as expressed in a variety of media. But the reality in the field is the opposite. It is evident from the many conflicts and problems that occurred after the collapse of the New Order government. The ruling government implemented the same thing in the Reform era. In connection with that, there are advertisers, which in this respect are the manufacturers who exploit the existing issue, circumstances, and conditions that produce ads related to the issue of nationalism. These ads have started appearing in print media since 1970 and continued until 2014. In social science, a review of advertisements may exhibit the phenomenon of the strengthening process of the national values of a society. This may be understood through the meaning of the message of non-commercial advertising, which also reveals an impression of a government reign (Williamson, 1998: 12-17; PPPI, 2004: 1-9; Nasir, 2007; Adityawan, 2008). Based on the issue mentioned above, this study aims to examine a variety of non-commercial advertising messages that represent the idea of nationalism, made by commercial companies during the New Order govern- ment until the Reformation era government that were distributed in the print media in 1980-2008. In addition, this study also intends to determine the form of the non-commercial advertisement that was made with regard to the issue of nationalism during the periods mentioned previously. 2. Reference Analysis References that discuss the issue of Indonesian nationalism, among others, are R. E. Olson, 2008. The Idea of Indonesia: Sejarah Pemikiran dan Gagasan. Jakarta: Serambi. This book presents a chronological narrative that dissects the political integration of Indonesia that was never completed. It says that the history of the integration of the Indonesian nation is filled with intense internal conflict as a result of differences in ideology, ethnicity, religion, 156 Z. Alkatiri and various other interests since its formation until now. The same issue is also discussed and disclosed in Ricklefs’ book, 2005, titled Sejarah Indonesia Modern 1200-2004 (Jakarta: Serambi). Reference derived from research reports of Zeffry Alkatiri, Fuad Gani, and Iwan Gunawan entitled “Repre- sentation of National Integration in Public Service Advertisements in Print Media 1968-2008” (Alkatiri, Gani, & Gunawan, 2010). In the conclusion of the study is mentioned that crucial political situation and social conditions, has directly or indirectly influence the emergence of national-themed advertising in the New Order and Refor- mation period. In addition, the problems associated with the New Order administration issues, such as the propaganda of national integration has also been expressed by Adityawan (2008, Jakarta: LP3ES). This book discusses how the New Order regime uses idioms and terminologies in relation to its political policies that tend to be militaristic. This research also used some references relating to advertising, such as from Terence Shimp, 2003. Periklanan Promosi, Aspek Tambahan Komunikasi Pemasaran Terpadu. Jakarta: Erlangga, or Art Silverblatt, 1995. Media Literacy. Keys to Interpreting Media Messages. London. Praeger, and Alex Sobur. 2006, Analisis Teks Media, Remaja Rosda Karya: Bandung. These three books discuss advertising that aims to introduce the image of a company. At first an ad aims to sell products (goods), but in its development, an ad does not only deliver adver- tising messages that are oriented only on the sale of a product item. Ads can also convey a message that focuses on imaging of a corporate continuously. Corporate image advertising is aimed at creating a corporate image in the minds of the general public so as to form public opinion. The corporate image advertising seeks to improve the company name, establishes the company’s good faith, as well as its products, or identifies itself with socially acceptable activities (Shimp, 2003: 448; Silverblatt, 1995:
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